“What people do unconsciously decides how naturally a thing should be designed, because at times, a person’s character can be seen in his unconscious deeds. A designer must take all that into account and stay objective when designing something.”
~ Naoto Fukasawa in 2007

This interesting quote, by Naoto Fukasawa, is a reflection of his design philosophy and beliefs. He essentially describes how a design can become a seamless and ubiquitous experience for a user. A designer’s critical insight in this case comes from observing and understanding a consumer’s unconscious behavior, desires, needs and then uses these insights to create a product that a user can relate with.
Via: Mac Funamizu